The purpose of the study was to examine the strength of brand stimuli in the spending behaviour among youth of cosmopolitan cities of North India. To achieve the objective of the study, out of 681 students, 334 students became the subjects from Chandigarh and 347 were from Delhi including males and females. A questionnaire pertaining to brand stimuli was used to collect the data. Perceptual preference about particular brand influencing youth spending behaviour was evaluated by using descriptive methods of percentage for Chandigarh, Delhi as well as overall. t-test was applied to compare strength of brand stimuli between Chandigarh and Delhi as well as male and female subjects. It was found that the brand stimuli were more dominant in case of Delhi as compared to Chandigarh. It was more dominant in case of males over females.